Persuasion Theory Review
11. Reasoned Action
+ V &/or M = attitude - - - > behavior
II. Learning Theories conditioning, comprehension and incentives.
1. attract attention. 2. be understood and comprehended. 3. learn (recall) arguments and accept them as true. 4. have an incentive to learn/ change.
reception stage - attention and comprehension
yielding stage - evaluation of source and arguments
message (ads) project an identity 2.
the message sets a context in which to enact an identity
III. Consistency Theories - inconsistent cognitions create pressure for change. Change may be 1) change attitude (toward source or congition/belief), 2) compartmentalize, 3) deem irrelvant, 4) bolster previous views, 5) seek to change source, etc.
(+ or -)
(+ or -)
(+ or -)
C -?- R
When a source favors a concept favorability of source and concept move toward each other on the -3 to +3 persuasion continuum.
1 - Decisions (choice
2 - Involuntary exposure to counter information
3 - Social support (Confronting a source who disagrees with you)
4 -- Forced compliance (offer rewards or punishments for doing
something not liked)
IV. Perceptual Theories
falling in the Lattitude of Acceptance produce attitude change.
falling in the Lattitude of Rejection produce NO attitude change or evan
a boomerang effect.
1. Messages falling in the Lattitude of Acceptance produce attitude change. 2.
Messages falling in the Lattitude of Rejection produce NO attitude change or evan a boomerang effect.
B. Attribution Theory - how we attribute motives, actions, affects our interpretations and, thus, persuades. If the receiver attributes a self-serving motive to the persuader, his/her credibility declines and resistance to persuasion increases. If a receiver believes a source is advocating a position counter to his/her own personal interests, credibiliity of the source rises and persuasion increases.
is the result of both -- A. attitude toward object AND B.
attitude toward behavior